Council capitalises on growing Chinese tourism market

13/03/2018

With travellers from China flocking to Australia in record numbers, Hilltops Council is proactively seeking to attract more of these tourists to the region, with a dedicated Mandarin-speaking staff member working to enhance and promote our tourism sector.

With travellers from China flocking to Australia in record numbers, Hilltops Council is proactively seeking to attract more of these tourists to the region, with a dedicated Mandarin-speaking staff member working to enhance and promote our tourism sector.

1.33 million Chinese visitors hit Australia’s shores each year, spending $3.2 billion in NSW alone, and Council’s Tourism Manager David Newberry said Council is committed to securing a share of this tourism spend.

“Chinese tourists are coming to Australia in such large numbers, and they’re spending up big while they’re here; by having a dedicated staff member who speaks the language and understands the culture, we can ensure our tourism attractions and promotion are tailored towards getting a slice of this lucrative tourism market,” Mr Newberry said.

“Our cultural connection to the Chinese community is strong with our shared heritage celebrated each year during the Lambing Flat Chinese Festival, so we’re well placed to build on that in a way that really appeals to the growing number of Chinese visitors coming to Australia.

“And with many commentators expecting direct flights from China to land in Canberra by 2020, we’ve got to strike while the iron’s hot and ensure we have the foundations in place to really capitalise on the potential windfall this sort of market access presents to our local economy,” he said.

Mr Newberry explained that at the recent Ordinary Meeting of Council, a budget of $20,000 was set aside for the current casual staff member to continue in the role for at least the next 12 months, with the role to also include the development of a comprehensive Sister City relationship strategy.

“This role has been invaluable in strengthening our ongoing relationship with the Chinese Embassy in Canberra, as well as exploring ways to manage and facilitate the relationship between our Chinese Sister Cities which will be pivotal in developing projects that are in the pipeline that will really put our region on the map when it comes to Chinese tourists,” Mr Newberry said.

For a full program of events for this year’s Lambing Flat Chinese Festival, head to: www.visithilltopsregion.com.au